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Drayton Bird

Marketing guru

19

Contributions

Garden Studio, 32 Newman Street


London
W1T 1PU

About the company

All you need to know about marketing from one of the most respected gurus, best-selling author and copywriter Drayton Bird, of whom legend David Ogilvy said: “He knows more about direct marketing than anybody else in the world”.

About Drayton Bird

The Chartered Institute of Marketing named him, with others such as Tom Peters, Ted Levitt and Philip Kotler, one of the 50 individuals who have shaped modern marketing. As one advertising agency head commented: “[Drayton] doesn’t just teach. He inspires you.”

He was the leading trainer for Ogilvy & Mather direct worldwide, later creating and conducting a special training course for American Express senior executives. He was named Teacher of the Year by the UK Institute of Direct Marketing.

Over the years he has spoken in 50 countries. He has written three bestselling books, including Commonsense Direct and Digital Marketing, now translated into 17 languages and widely accepted as THE textbook on the subject.

He founded his own agency, sold it, sat on the worldwide board of the Ogilvy Group, then started all over again. He has worked with many of the world’s greatest brands, including Mercedes, Virgin, Visa, Amex, Ford, IBM, Microsoft and Cisco, and countless small businesses. He still writes, amuses, inspires, teaches and speaks all over the world.

DRAYTON'S CONTRIBUTIONS

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BLOG

35 things I have found to be almost always true

Drayton Bird is a renowned direct marketing teacher, speaker and author. Find out more about him on his profile. ...

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A Chinese puzzle: the battle between sales and marketing

I was in Shanghai doing a few seminars a while ago. It's a dizzying place. Every time I looked out of my hotel window the building they were putting up had gained another storey in the night, because people were working 24 hours a day. ...

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A little learning is a wonderful thing

I am amazed how little people study in this business. It's very hard to pick it up as you go along. More to the point, why spend years learning by painful trial and error when you can get guidance over a weekend from someone ten times as smart as you, who spent years finding out what works?... ...

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ARTICLE

Address your customers in your marketing messages

Improve response rates to your marketing messages by relating to your customers and their needs, rather than only focussing on your business. ...

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Getting the right tone of voice in your customer communication

How do you talk to your customers in your marketing communications? Often, how you say something is just as important as what you are saying. ...

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Have you got an addiction to discounting?

I am one of the most disorganised jokers you'll ever meet but a book by one of the world's best organised people influenced me hugely ... even if it didn't do much good. ...

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Have you got an advertising slogan? Do you need one?

Great slogans are remembered for years, but there are hundreds of bland and downright dishonest ones. Drayton Bird provides his thoughts on slogans. ...

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Honesty is the best policy

In marketing, people often say what they would like to be the truth rather than what it is. It always catches up with them. ...

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How do you market an expensive item?

There are no quick tricks when it comes to selling expensive products. But with the right marketing you could seriously improve your sales. ...

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How much can you afford to spend on marketing?

How do you decide how much to spend on marketing and what happens if your business has to make cuts? Drayton Bird looks at marketing spend. ...

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How to create effective customer questionnaires

The humble questionnaire is a very powerful tool. Not only does it allow you to find out what your customers think but it can also boost loyalty. ...

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How to market a professional practice

Marketing is vital for accountants and law firms that want to bring in new business. But what are the key principles for promoting professional firms? ...

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Let your heart rule your head

We were always known as a pretty dull, phlegmatic bunch, compared to the excitable French, the fiery Spanish and the sexy Italians. ...

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Secrets of good writing

Whether you are writing an advert, a blog, a sales letter or a speech, good writing has the power to persuade. Drayton Bird tells all. ...

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Seven killer facts you ignore at your peril if you want to stay in business

Drayton Bird is a renowned direct marketing teacher, speaker and author. Find out more about him on his profile. ...

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This will get you better results - but don't throw the baby out...

Years ago I did a banner ad to promote racehorse ownership that had a horse galloping across the screen pulling a message. Worked like a charm. ...

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Travel the world and steal some ideas

One of my heroes is Murray Raphel, a brilliant, inspiring speaker and a most excellent marketer. ...

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Want to get results? - ditch the jargon

I learned what irritates business people most a few weeks ago. It's jargon. In fact a few years ago I read that over 25 per cent of business executives admitted to using jargon they didn't understand in meetings. ...